Sharma Renu, Shewade Hemant Deepak, Gopalan Balasubramaniam, Badrel Ramesh Kumar, Rana Jugdeep Singh
International Union Against Tuberculosis and Lung Disease (The Union), South-East Asia Office, New Delhi, India.
Himachal Pradesh Voluntary Health Association (HPVHA), Shimla, India.
BMJ Glob Health. 2017 Apr 7;2(2):e000208. doi: 10.1136/bmjgh-2016-000208. eCollection 2017.
The Union-Bloomberg Initiative tobacco control projects were implemented in Himachal Pradesh (a hilly state in North India) from 2007 to 2014. The project focused on the establishment of an administrative framework; increasing the capacity of stakeholders; enforcement of legislation; coalition and networking with multiple stakeholders; awareness generation with focus on earned media and monitoring and evaluation with policy-focussed research. This study aimed to systematically analyse all earned print news items related to the projects.
In this cross-sectional descriptive study, quantitative content analysis of earned print news items was carried out using predetermined codes related to areas of tobacco control policies. We also carried out a cost description of the hypothetical value of this earned media. The area of the news item in cm was multiplied by the average rate of space for the paid news item in that particular newspaper.
There were 6348 news items: the numbers steadily increased with time. Focus on Monitoring tobacco use, Protecting people from tobacco smoke, Offering help to quit, Warning about dangers of tobacco, Enforcing a ban on tobacco advertising and promotion, Raising tax on tobacco products was seen in 24, 17, 9, 23, 22 and 3% of news items, respectively. Press releases were highest at 44% and report by correspondents at 24%. Further, 55, 23 and 21% news items focused on smoking, smokeless and both forms of tobacco use, respectively. Sixty-six per cent and 34% news items, respectively, were focused on youth and women. The news items had a hypothetical value of US$1503 628.3, which was three times more than the funds spent on all project activities.
In the absence of funding for paid media, the project strategically used earned media to promote tobacco control policies in the state.
2007年至2014年期间，联合-彭博社倡议烟草控制项目在喜马偕尔邦（印度北部一个多山的邦）实施。该项目重点在于建立行政框架；提高利益相关者的能力；执行立法；与多个利益相关者联合及建立网络；通过重点关注口碑媒体进行宣传，并通过以政策为重点的研究进行监测和评估。本研究旨在系统分析与这些项目相关的所有口碑平面新闻报道。
在这项横断面描述性研究中，对口碑平面新闻报道进行了定量内容分析，使用了与烟草控制政策领域相关的预定编码。我们还对这种口碑媒体的假设价值进行了成本描述。新闻报道的面积（平方厘米）乘以该特定报纸上付费新闻报道的平均版面费率。
共有6348篇新闻报道：数量随时间稳步增加。关注烟草使用监测、保护人们免受烟草烟雾危害、提供戒烟帮助、警示烟草危害、执行烟草广告和促销禁令、提高烟草产品税的新闻报道分别占24%、17%、9%、23%、22%和3%。新闻稿占比最高，为44%，记者报道占24%。此外，55%、23%和21%的新闻报道分别关注吸烟、无烟和两种烟草使用形式。66%和34%的新闻报道分别关注青年和女性。这些新闻报道的假设价值为1503628.3美元，是所有项目活动支出资金的三倍。
在没有付费媒体资金的情况下，该项目战略性地利用口碑媒体在该邦推广烟草控制政策。
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